Rolex has added a new filter to “The Rolex Family” section of its website called “2026 Winners.” The page groups together for the first time artists and athletes associated with the brand who have already won a competition this year. Their portraits appear near the tagline “This crown is yours,” reflecting Rolex’s habit of highlighting champions rather than simply Testimonees.
The change is interesting because it places the focus on victory, not just the effort. Coronet has reported on Rolex’s new philosophy associated with the tagline “Reach for the crown,” which debuted last year, a departure from its earlier slogans. A trophy matters when it reflects the long road taken to reach it, including the setbacks along the way. For Rolex, it’s not just about holding the crown, but reaching for it. Still, the new filter singles out those who have actually won in 2026 so far, turning the section into a running display of champions, a sign Rolex wants to be closely associated with triumph, not just attempts.
This is the first year Rolex has added a “Winners” filter on its website. And the timing couldn’t be better. Awards season is approaching, with the Oscars less than two weeks away. Actor Leonardo DiCaprio, a Rolex Testimonee since just last year, is considered a leading contender for One Battle After Another. If he wins, the new page will have one prominent addition to Rolex’s new list of 2026 winners.